植入式广告传播效果初探.pdfVIP

摘 要 植入式广告是随着电影、电视等现代媒体的发展而兴起的一种新的广告形 式，它是指广告主将自己的产品、品牌及其代表性的视觉符号甚至服务内容策 略等相关信息通过一定的创意和表现手法，巧妙得糅合到电影、电视剧或其他 电视节目中，使之成为其中一个不可或缺的构成部分，通过场景的再现，让受 众对其产品及品牌留下印象，从而达到传播品牌相关信息和形象的目的。因其 隐蔽性，也被称作隐性广告。 由于受众对广告有天生的抵触心理，把商品融入剧情的做法往往比传统广 告的硬销售的效果好得多。文章将对植入式广告产生的传播学、心理学基础作 出分析，进一步分析如何利用和发展植入式广告。 本文主要采用了文献研究和理论分析相结合的研究方法，通过对已有相关 研究文献的整理和借鉴对植入式广告传播效果进行了更加系统的研究。本论文 所涉及的理论主要有传播学、社会学、心理学等。 关键词：植入式广告；传播效果；影响因素 1 Abstract With the development of modern media such as movie and television,advertisements within such media have emerged as a new type of advertisements which is called Product Placement. It is often used by advertisers to mix his pruduct,brand,representative visual symbol or service content with movies, TV plays or other television programs by some creative and technique of expressions, and then making the Product Placement indispensable. It impressed the audients by scene representation,and then gain the ends spreading information and image of the brand. For its concealment performance,it is also be called implicit AD. By deliberately using certain products or logos in movies or TV series,the advertisers can better overcome the audiences ’dislike for advertisements and therefore be more successful in promoting products. This paper conducts an analysis of the new phenomenon in terms of communication and psychology. Finally it further explores how the new phenomenon can be put to best use. Literature search and theoretical analysis are used in this research,and by which gain the ends of systemic search of product placement. Involced in this research are mass-communication, sociology and psychology. K